🌱 Who we are 

Mother Root is the Ginger non-alcoholic aperitif. We harness the power of apple cider vinegar to serve up a dose of good feelings. Our mission is to redefine what it means to drink well and feel good - with drinks that are complex, delicious and rooted in nature.

Fresh from securing three offers on BBC Dragons’ Den, we’re on an exciting growth journey — scaling from a £7m brand today towards £50m+ in the years ahead, with 230% year-on-year growth already underway. With our small but mighty team, we’re building one of the UK’s fastest-growing non-alcoholic brands, both online and in retail.

We’re bold, inclusive and ambitious. We value creativity, curiosity and collaboration — and we believe work should be joyful, purposeful and full of flavour.

🚀 The Role

Reporting to the CGO, you'll design, orchestrate and deliver Mother Root's demand and retention system.

You won't run every channel yourself, but you will be close enough to the work to know when it's going wrong. You'll connect acquisition, conversion, retention, Amazon and retail demand into one coherent engine, deciding where we focus, what we test and how we scale profitably. Then you'll make it happen, through a small team and a set of specialist partners.

Your job is to bring clarity, prioritisation and momentum, so growth feels intentional rather than chaotic.

You must be exceptional in at least one of these

We're holding a high bar. Broad competence across all four of these without standout depth in at least one won't be enough, because we already have solid coverage of the middle ground.

• Data, measurement and experimentation, hands on. Not evaluating a stack, building and interrogating one.

• Paid media and spend allocation. Marginal decision making across channels and markets, not channel management.

• Proven omnichannel growth. A playbook you've run, not an area you want to learn.

• Building and leading a high performing growth function. Hiring, developing and getting more out of a team than the sum of its parts.

Tell us in your application which one is yours, and what the evidence is.

📋 What You’ll Do

Growth strategy and prioritisation

• Own the growth roadmap, deciding what moves the needle, where we invest and what waits.

• Co-own the annual plan with the Head of Brand and Creative and Head of Retail. Same document, same calendar, same target tree.

• Align paid, CRO, retention, Amazon, retail and insight around one strategy and a consistent experimentation rhythm.

• Partner with Finance on forecasting, MER, contribution margin and spend allocation, so growth investment always ties back to CM3.

• Actively stop lower value work. Managing opportunity cost is part of the job.

Commercial analysis and allocation

• Own the growth scorecard and know what's driving movement in it.

• Co-own the growth model and keep it honest across UK, US, DTC, Amazon and retail.

• Triangulate platform reporting, cohort analysis, incrementality testing, MMM and retail data into a decision grade view of the truth under uncertainty.

• Build the commercial case for an experiment before it launches.

• Answer the question we'll keep asking: where should the next £10k of growth investment go, and why.

Measurement

• Own how we measure and where we deploy capital. Build a simple, robust view of incrementality and contribution.

• Stand up and govern the measurement stack: attribution, MMM, contribution margin reporting, incrementality testing.

• Run channel diversification on rigorous economics rather than last click ROAS.

Amazon and marketplaces

• Own Amazon performance in the UK and the commercial case for US entry.

• Hold the agency to account, define what stays in house, and build towards an internal owner over time.

• Make sure Amazon, DTC and retail are read as one demand picture rather than three separate reports.

Omnichannel and cross channel orchestration

• Make the channels work as one system. Connect acquisition, conversion, onboarding, retention and retail so each lever amplifies the others.

• Partner with the Head of Sales so DTC, Amazon and grocery don't cannibalise each other, and so demand we create shows up wherever the customer wants to buy.

• Own the leadership level partnership with creative strategy. You own the testing roadmap, the prioritisation and the feedback loop between paid performance and creative output. You don't own the creative.

Scaling and team

• Inherit a small in house team, a Growth Lead and a Growth Executive, supported by specialist agencies and freelance creative strategy.

• Hire and develop the execution layer. A Paid Social role and Creative Strategist are already in progress.

• The team shape is deliberate and already agreed. We're building excellent hands on specialists and high potential operators rather than a layer of senior functional heads, so come ready to work within that model rather than to propose a large restructure.

• Act as a player coach. Set direction and standards, run the rituals, and delegate outcomes rather than tasks.

• Codify how Mother Root grows, so the playbooks travel to the US rather than being rebuilt there.

The operating rhythm you'd run

This is what the job actually looks like week to week.

• Weekly trading. What happened. Revenue and bottles against plan, UK and US, DTC, Amazon and retail, spend, CAC, MER, CM3, exceptions and risks. Output: which commercial problems need action.

• Weekly growth priorities. What we're doing about it. Pick the priorities, assign owners, reallocate capacity, decide what's being dropped. Output: what materially changes this week.

• Monthly experiment and analysis plan. What we need to learn. Review what finished, capture the real learning, agree the next hypotheses.

• Monthly and quarterly allocation. Where the next pound goes. UK versus US, channel mix, brand versus performance, marginal return, incrementality.

What Success Looks Like (12 Months)

• Growth is systematic rather than reactive, and the team can say what it's learning, not just what it spent.

• Core channels scale profitably with working insight and creative feedback loops.

• Conversion and retention trends improve, and repeat rates trend up cohort over cohort.

• Blended CAC to LTV and MER hold or improve as spend scales.

• At least two new acquisition channels are validated on incremental economics.

• Amazon has a clear internal owner, a performing agency and a tested view on US entry.

• DTC, retail and Amazon are read as one demand picture across the business.

• The execution layer is hired, performing and developing, and you've made at least one hire we'd all describe as excellent.

• You can bring a vision that doesn’t stop at the £50m target.

What we're looking for

• A track record of delivery you personally owned. You've held a growth mandate end to end and can talk us through what you shipped, what broke and what you did about it. We'll weight this above the quality of any plan you present.

• Experience scaling a consumer or DTC brand through the stage we're in now, and you've seen what breaks along the way.

• Commercially fluent. CAC, marginal CAC, CVR, AOV, repeat, contribution margin, payback. You can hold your own with our Head of Finance.

• Data and experimentation literate, hands on. You've run MMM and incrementality tests, and you can debug the thing yourself rather than waiting for support.

• Strong cross functional leadership. You've briefed creative, partnered with CRO and sat next to a Head of Sales.

• Lifecycle fluent. You've owned retention as a discipline and know how to compound it rather than bolt on flows.

Nice to have:

• Omnichannel experience you've actually run, including how retail and DTC interact rather than sit side by side.

• Amazon or marketplace ownership, or a clear, credible plan for getting good at it fast.

🎓 What You’ll Bring

This role could be right for you if you are:

• Experienced in scaling DTC or consumer brands at a similar level (e.g £2m to £20m +)

• A systems thinker who has built and scaled growth engines before and understands the economics behind sustainable growth.

• Fluent in CAC, CVR, AOV, repurchase and marginal CAC economics alongside running growth analytics (MMM, contribution margin, incrementality)

• Running experimentation programmes, and designing simple, effective measurement frameworks.

• Strong at cross-functional leadership (creative, CRO, media, retail, ops)

• Comfortable moving between strategy, insight and execution,

• Curious, pragmatic and commercially sharp — excited by building something from the ground up.

💫 You’ll Thrive Here If You

• Are a systems thinker who has built a growth engine before

• Are fluent in CAC, CVR, AOV, repurchase and marginal CAC economics

• Are experienced in sequencing channels, not just executing them

• Are comfortable running consumer interviews and JTBD frameworks

• Are strong at cross-functional leadership (creative, CRO, media, retail, ops)

• Are able to turn insight into strategy into experiments

• Are fast, curious, structured, and good at simplifying complexity

• Are motivated by building something from the ground up

💛 Benefits & Perks 

• Share Options Programme

• Hybrid working: 3 x a week in office (Mon, Tues, Thurs) & 2 from home

• Annual Leave: 25 days per year

• Summer Hours: Early finish Fridays (June–August)

• Work From Anywhere: Up to 2 weeks per year

• Pension: 5% matched contribution

• Cycle Scheme: Bike or Lime/Forest Pass

• Personal Development: £300 annual allowance for approved training

• Wellbeing Support: Access to Spill app & Heka allowance (£40/month) + birthday/work anniversary boosts

• Annual Team Trip: Gastronomical & wellbeing-focused team away trip

• Parental Leave: Competitive maternity/paternity package

• Lots of free Mother Root